Accor Stadium
2025 Takeover
Client | Accor
Agency | Involved
I was invited by Involved Agency to contribute to the design and post-production of the 2025 Accor Stadium Takeover, which debuted at the NRL Grand Final.
The new takeover replaced the previous creative that had run since the stadium’s ‘Great Southern Screen’ was built - the world’s longest high-definition straight-run stadium video display, stretching an impressive 120 metres.
The project offered a unique challenge in scale and impact, requiring design and post-production solutions that could captivate tens of thousands of spectators in a single, immersive viewing experience.
Roles
Co-Concept
R&D
Full Post Production
Additional Credits
Agency | Involved Design
Source footage | Beautiful Destinations
Brief
It was established from the start that Accor needed to showcase the beautiful hotels and destinations within their product portfolio, utilising stunning footage they had captured over the previous few years.
The super-wide Great Southern Screen needed to play in sync with the more conventional 16x9 North-Eastern screen and the 10 LED strips that ran full-pitch and at various heights through the stadium.
Approach
The Great Southern Screen is a hugely impressive display yet poses a challenge: How to display 16x9 footage on its unique super wide format and long LED screens?
Additionally there was a huge amount of footage to review.
We first cataloged each master edit using ‘Scene Detection’ in Adobe Premiere to break down each sequence at its cut points, simplifying the export of still images. These images were organized into contact sheets for every destination, a tedious but necessary task.
Next, we created ‘selects’ reels in Premiere, adjusting the footage to fit the Great Southern Screen’s specifications. This process helped us quickly identify clips that wouldn’t work, eliminating them from the conversation. These reels became essential for discussing shot choices with the client during review stages.
As the footage needed to play in sync through the stadium, including the LED’s we experimented with abstracting the footage on the LEDs into its core colour palette on a per-shot basis. We experimented with various blurring techniques before landing on a ‘medium blur’ which preserved the footage vibrancy, unlike other techniques which muddied as the colours blended. A vibrant backdrop for strong messaging.
Testing
Two weeks prior to the event we flew to Sydney to meet the client and test the creative in an empty stadium.
A minor handful of notes later and we were back in Melbourne putting the finishing touches on the edit.
With the edit locked down we finalised a number of canvas extensions in VFX, seamlessly extending a number of shots to fit the Great Southern Screen.
The Accor Stadium Takeover will now play through all major events and will be updated at regular intervals to accommodate new footage and destinations within its core framework.
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